- Post 17 May 2011
- By Defender Staff Report
- Hits: 248
Black newspapers, the voice of our communities, must hold advertisers accountable to the African American Consumer Market
While Black newspapers are the voice of the Black community and provide relevant content to our readers on a week-to-week basis, we can only do this with the support of advertisers who wish to convey their advertising messages to our readers to solicit their purchase of products and services that they sell.
For too long we have been ignored when it comes to their spending dollars to reach and sell our large responsive market.
We continue to support their products and services without receiving reciprocal dollars and support back to our institutions, one of which is the “Black Press of America,” over 200 local community newspapers who each week chronicle the hopes and aspirations of Black people throughout America. It is the voice that helps our political leaders get elected; that highlights births and marriages; that profiles the successes of our businesses and individuals and provides hope for a better life for our children.
Week in and week out we aspire to plead our case and give our readers options on issues from a Black perspective.
We will continue to tell the story of Black people in Chicago and hold advertisers who garner huge profits and ROI (Returns of Investment) from our community accountable to our institutions and challenge them to recognize the value we represent to their success and profits.
As consumers, you must become aware of those products and services that you purchase and support but don’t see advertising in your local Black newspaper, Black magazine, or on Black-owned radio stations and ask yourself, why not?
Our only goal is to insure that African American consumers are respected, valued and taken seriously by all corporations and the advertising industry.
Michael A. House
President & Publisher
Chicago Defender Newspaper
A Real Times Inc. Company